gender and mall shopping final
TRANSCRIPT
GENDER AND MALL SHOPPING An analysis of patronage patterns, shopping orientation and
consumption of fashion of Indian youth
SUBMITTED TO: SUBMITTED BY:
PROF. RAJESH SHARMA ROHIT KHURANA (29091)
(MARKETING RESEARCH) RAHUL KUMAR (29125)
GENDER AND MALL SHOPPING
An analysis of patronage patterns, shopping orientation and
consumption of fashion of Indian youth
Abstract:
Retail in India has emerged as one of the most dynamic and fast paced industries. The Indian retail market is the fifth largest retail destination globally. A good percentage of this retail growth is fueled by the youth in the country. Organized retail, best represented by the mushrooming malls, has come to play a defining role in building and supporting this veritable base of retail consumers. Therefore it is of utmost importance to academician to understand newly evolving consumption culture shown by the youth. The study is done in order to understand the recreational and utilitarian orientation among Indian consumers and examine gender differences in their attitude to the malls. It also aims at taking into consideration the mall patronage patterns and gender related regional differences within the country in consumer behavior. In the analysis there is a mixed response in the attitude or motives of both genders for shopping in malls as differences analyzed through One Way ANOVA suggest both significant and non significant differences and also purchase of fashion differ across genders.
Introduction:
Indian retail becomes one of the hottest sectors in recent times. Earlier the retail sector was
fragmented with no major player had significant presence in this industry. But in recent years the
demographic profile of the Indian nationals has changed with median age lies between 25-30
years and per capita income currently accounts for $800. With this change, the foreign as well as
the domestic player saw opportunity
Of targeting this segment and for this purpose they started to revolutionize the retail segment and
the concept of organized retailing started to take place in India.
The recent years have witnessed rapid transformation and vigorous profits in Indian retail stores
across various categories. This can be contemplated as a result of the changing attitude of Indian
consumers and their overwhelming acceptance to modern retail formats. Asian markets witness a
shift in trend from traditional retailing to organized retailing driven by the liberalizations on
Foreign Direct Investments. Domestic consumption market in India is estimated to grow
approximately 7 to 8% with retail accounting for 60% of the overall segment.
______________________________________________________________________________
http://www.indiaretailnews.com/
http://www.springerlink.com/content/l170354r08473029
Of this 60%, organized retail is just 5% which is comparatively lesser than other countries with
emerging economies. In developed countries organized retailing is the established way of selling
consumer products .In India It is expected to grow 25-30 per cent annually and would triple in
size from Rs35,000 crore in 2004-05 to Rs109,000 crore ($24 billion) by 2012. India is on the
radar screen in the retail world and global retailers and at their wings seeking entry into the
Indian retail market. The market is growing at a steady rate of 11-12 percent and accounts for
around 33 percent of the country GDP. A vast majority of India's young population favors
branded garments. With the influence of visual media, urban consumer trends have spread across
the rural areas also. The shopping spree of the young Indians for clothing, favorable income
demographics, increasing population of young people joining the workforce with considerably
higher disposable income, has unleashed new possibilities for retail growth even in the rural
areas. Thus, 85% of the retail boom which was focused only in the metros has started to infiltrate
towards smaller cities and towns. Tier-II cities are already receiving focused attention of retailers
and the other smaller towns and even villages are likely to join in the coming years. This is a
positive trend, and the contribution of these tier-II cities to total organized retailing sales is
expected to grow to 20-25%.. with these trend exist in Indian retail sector it become essential for
the academician to find out the behavior of individual while shopping in the mall based on his
/her demographic profile so that marketing managers working in the mall can make a suitable
segment and target them
OBJECTIVE OF THE STUDY:
This paper attempts to study the young consumers who patronize the mall in Delhi/NCR and
report their gender related behavior in the Indian mall context. Therefore the objectives of the
study were to -:
Profile the young male and female mall consumers along the other demographic variables
like age, income, marital status, number of earning members, family size, number of
children, qualification
.To understand the differences between genders in their attitude to shopping
To understand the differences between genders in mall patronage patterns i.e. the
frequency of visits, time spent and the amount spent.
To study differences between the genders in their purchase of apparel and fashion at the
malls
To analyze differences in their recreational and utilitarian orientation to shopping.
.
LITERATURE REVIEW:
TABLE 1: Summary Of Literature Findings On Gender Differences And Shopping Behavior
SHOPPING ISSUE MALE SHOPPERS FEMALE SHOPPERS
Shopping attitude Less positive More positive
Shopping motivation
Utilitarian Recreational/leisure/social
Purchase fashion More Less
Visit shopping mall Less More
Money spent more Less
Time spent Less More
Research have been carried out the to find the differences in the shopping behavior of the male
and female. (Grewal et al. 2003, Otnes & McGrath 2001). This seems to stem from the fact that
the traditional division of labor at home called for the man, the husband and father, to be the
breadwinner while the woman, the wife and mother, was expected to take care of the family and
the home. She undertook the child care and nearly all the household chores, including shopping
for the entire family. In spite of the fact that gender roles in other walks of life have stretched due
to women being employed outside the home, women continue to be the principal buying agents
for the majority of families (Alreck & Settle, 2001, Miller 1998, Lunt &Livingstone 1992).
Recent studies though have unveiled some evidence that points towards an increase in male
participation in shopping-related activities. This is reflective of the trend wherein men are
assuming a more egalitarian role due to gender role transcendence as well as facing increasing
pressure to share the shopping duties in today’s time.
Research indicates that women find shopping and buying more satisfying or pleasurable, and/or
less dissatisfying or irritating than do men. They have more positive attitude towards browsing,
social interaction, associating buying with leisure. Men at the same time tend to be negative
towards shopping see buying as work and they want to accomplish this task with the minimum of
time and effort (Campbell, 1997, Dholakia 1999, Reid andBrown 1996). So on the basis of this
study we can formulate the hypothesis
H1 -: There is no significant difference in the shopping attitude to malls based on Gender
Generally men spend less time shopping than women but spend more money than women when
they do shop. (Fischer& Arnold, 1990, Cody, Seiter and Montatangne-Miller 1995).Women
spend twice as long in a shop as men and the typical browser or window shopper is a woman. It
has also been found that women are more likely to visit stores frequently (Korgaonkar,
Lund&Price, 1985). Also women tend to buy more of clothing and fashion while this is less
interesting to men.(Solomon&Schopler1982:Cox&Dittmar1995).
So on the basis of this study we can formulate the following hypothesis.
H2-: There is no significant difference in visit the shopping mall on an average in a month based
on gender.
H3-: There is no significant difference in time spent in a mall per visit based on gender
H4-: There is no significant difference in amount spent on shopping on an average per mall visit
based on gender
H5-: There is no significant difference in purchase of fashion to malls based on gender
Shopping orientations is an area in consumer behavior which has been pursued extensively in
literature.(Darden & Reynolds,1971, Moschis 1976; Stephenson & Willett 1969; Darden &
Ashton 1975, Bellenger & Korgaonkar 1980,Westbrook & Black,1985, Jarratt 1996.) Stone
(1954) was considered a pioneer when he suggested a shopper typology namely the economic
shopper, the personalizing shopper, the ethical shopper and the apathetic shopper. According to
Westbrook and Black (1995), when consumers shop they are motivated by purchase needs,
experiential needs or a combination of both. Shim (1996) proposed that there are three basic
shopping traits, utilitarian social/conspicuous or undesirable orientations. Bellenger et al (1997)
found that retail patronage behavior could be studied along the dichotomy of recreational and
economic shopping. Utilitarian/economic styles usually pertain to the 'perfectionism' and 'value
consciousness' traits because they favor quality and/or price. They generally dislike shopping or
are neutral towards it. In contrast, 'the Recreational' trait is associated with the traits of
novelty/fashion consciousness, shopping as leisure consciousness. So on the basis of above
studies we can formulate the following hypothesis.
H6-: There is no significant difference in Recreational to malls based on gender.
H7-: There is no significant difference in utilitarian to malls based on gender.
According to a survey conducted by Alreck in the year (2000) culturally defined behavioral and
attitudinal norms are carried by age. Age affects consumers self concept and life styles (Henry
2000). Age also influences the level of consumer involvement (Slama and Tashchin 1985; Jain
and Sharma 2002). Though age forms a part of one's stage of family life cycle, yet it is in itself
an important factor for various products. As per the basis of the above arguments the hypothesis
is stated as follows:
H8-: There is no significant difference in attitude to malls based on age.
H9-: There is no significant difference in visit the shopping mall on an average in a month based
on age
H10-: There is no significant difference in time spent in a mall per visit based on age
H11-: There is no significant difference in amount spent on shopping on an average per mall visit
based on age
H12-: There is no significant difference in purchase of fashion to malls based on age
H13-: There is no significant difference in Recreational to malls based on age
H14-: There is no significant difference in utilitarian to malls based on age
Income of the family coupled with family's accumulated wealth is the determination of the
purchasing power (Hawkins et al 2003). However, income enables purchases but does not
generally cause or explain them. It is likely that the occupation and education directly affects the
preferences for products, media and activities; income provides the means to acquire them
(Mulhern etal 1998). Jain and Sharma (2002) and Slama and Taschian (1985) identified that
income influences the involvement levels. As per the above statements the hypothesis stated is as
follows-:
H15-: There is no significant difference in attitude to malls based on income
H16-: There is no significant difference in visit the shopping mall on an average in a month
based on income
H17-: There is no significant difference in time spent in a mall per visit based on income
H18-: There is no significant difference in amount spent on shopping on an average per mall visit
based on income
H19-: There is no significant difference in purchase of fashion to malls based on income
H20-: There is no significant difference in Recreational to malls based on income
H21-: There is no significant difference in utilitarian to malls based on income
Marital status is also one of the important predictor of consumer involvement as well as
shopping in mall. It forecasts the behavior of consumers on the scale of its status and looks for
differences in attitudes and perceptions for consuming different cosmetic brands. The hypothesis
for the following is as shown
H22-: There is no significant difference in attitude to malls based on marital status
H23-: There is no significant difference in visit the shopping mall on an average in a month
based on marital status
H24-: There is no significant difference in time spent in a mall per visit based on marital status
H25-:There is no significant difference in amount spent on shopping on an average per mall visit
based on marital status
H26-: There is no significant difference in purchase of fashion to malls based on marital status
H27-: There is no significant difference in Recreational to malls based on marital status
H28-: There is no significant difference in utilitarian to malls based on marital status.
Leona K. Hawks and Norleen M. Ackerman found in their study that The consumer factor
indicates that people in older life cycle stages read more than people in younger life cycle stages.
The inexperience factor indicates single parents, younger families, and younger adults are more
inexperienced. The decision-making variable indicates that younger adults and single parents
make decisions by themselves and younger families make decisions with their spouses. Reasons
for purchases indicate that single parents do not own the product, older families are replacing,
and retirees want new product characteristics. And same can be associated with the mall
shopping. on the basis of this study we can formulate the following hypothesis-:
H29-: There is no significant difference in attitude to malls based on marital status
H30-: There is no significant difference in visit the shopping mall on an average in a month
based on family status
H31-: There is no significant difference in time spent in a mall per visit based on family status
H32-:There is no significant difference in amount spent on shopping on an average per mall visit
based on family status
H33-: There is no significant difference in purchase of fashion to malls based on family status
H34-: There is no significant difference in Recreational to malls based on family status
H35-: There is no significant difference in utilitarian to malls based on family status.
METHODOLOGY: Table2: Demographic profile of the sample
DEMOGRAPHIC VARIABLE
MALE FEMALE TOTAL
N % N % N %1. Gender 53 53 47 47 100 1002. Age (yrs)
18 to 25 23 23 21 21 44 4426 – 35 24 24 15 15 39 3935 to 45 6 6 11 11 17 17
3. Income (INR.)Up to 50,000 25 25 23 23 48 4850,000- 1,00,000 8 8 15 15 23 23More than 1,00,000 20 20 9 9 29 29
4. Marital statusMarried 23 23 21 21 44 44Unmarried 30 30 26 26 56 56
A questionnaire survey was carried out to collect empirical data in order to statistically test the
Hypotheses. The demographic data collected included gender, age, marital status, education,
family income and family status The other items, which were relatively simple to operationalize,
N- Number of respondent . %-percentage of respondent
were frequency of mall visits, time and money spent while shopping at a mall and the purchased
items at the mallThe information was collected by asking the respondents to respond to
categories of frequency of mall visits per month (ranging from less than two times to more than
six visits), average time spend per visit (ranging from less than two hours to more than six hours)
and average money spent per month (ranging from Nothing to above Rs.10,000). A total of 19
mall shopping orientation questions were included asking respondents to indicate their
agreement on a five point Likert scale (5-completely agree and 1- completely disagree). The
shopper's attitude towards mall shopping was measured by asking respondents to indicate their
level of agreement with 30 mall experience attributes on a 5-point Likert scale (5-completely
agree and 1- completely disagree). The questionnaire was administered to 100 respondent from
DELHI NCR region whose age range between 18 to 45 year, out of 100 respondent 53 were male
and 47 were female and this proportion was taken to remove any kind of error which could have
been appeared if certain gender become the dominant part of the study. In order to analyzing the
hypothesis one way ANOVA statistical tool has been used.
(Refer : table 2 for the demographic profile of sample).
18-2544%
26-3539%
36-4517%
No of respondents
male53%
female47%
No of respondents
AGE GROUP OF THE RESPONDENT MALE AND FEMALE
married44%
unmarried56%
No of respondents
upto 50000
50000 to 100000
more than 100000
48
23
29
No of respondentsno of respondents
Marital status of respondent
Household Income per month of
respondent
no children27%
children (at least one) be-low 20 year
53%
children (at least one) above 20 year
20%
no of respondent
Analysis:
One way ANOVA statistical analysis were performed for the collected data. One way ANOVA
were performed to gather information on demographics such as gender, age, income, marital
status and family status. one way ANOVA was carried out to examine the relationship gender
and the dependent variable such as attitude ,recreational, utilitarian, purchase shopping, time
spend, money spend per visit and visit to shopping mall.
Results: Table showing all hypothesis of One Way ANNOVA.
HYPOTHESIS F Sig. Result HYPOTHESIS ON THE BASIS OF GENDER
H01: There is no significant difference in attitude to malls based on gender.
.543 .463
Not significant
H02: There is no significant difference in Recreational to malls based on gender.
.015 .903
Not significant
H03: There is no significant difference in utilitarian to malls based on gender
.719 .399
Not significant
H04: There is no significant difference in purchase of fashion to malls based on gender.
1.484 .226
Not significant
H05: There is no significant difference in visiting the shopping mall on an average in a month based on gender.
10.715 .001
Significant
H06: There is no significant difference in time spent in a mall per visit based on gender.
.078 .781
Not significant
H07: There is no significant difference in amount spent on shopping on an average per mall visit based on gender.
6.317 .014
Significant
HYPOTHESIS ON THE BASIS OF AGE
H08: There is no significant difference in attitude to malls based 1.772 .17 Not
Family status of
married respondent
on age. 6 significantH09: There is no significant difference in Recreational to malls
based on age.3.655 .02
9 significant
H10: There is no significant difference in utilitarian to malls based on age
.135 .874
Not significant
H11: There is no significant difference in purchase of fashion to malls based on age.
.276 .760
Not significant
H12: There is no significant difference in visit the shopping mall on an average in a month based on age.
7.671 .001
significant
H13: There is no significant difference in time spent in a mall per visit based on age.
.968 .384
Not significant
H14: There is no significant difference in amount spent on shopping on an average per mall visit based on age
6.417 .002
significant
HYPOTHESIS ON THE BASIS OF Household Monthly Income
H15: There is no significant difference in attitude to malls based on household monthly income.
1.088 .341
Not significant
H16: There is no significant difference in Recreational to malls based on household monthly income.
1.200 .306
Not significant
H17: There is no significant difference in utilitarian to malls based on household monthly income.
.581 .561
Not significant
H18: There is no significant difference in purchase of fashion to malls based on household monthly income.
1.482 .232
Not significant
H19: There is no significant difference in visit the shopping mall on an average in a month based on household monthly income.
4.552 .013
significant
H20: There is no significant difference in time spent in a mall per visit based on household monthly income.
.401 .671
Not significant
H21: There is no significant difference in amount spent on shopping on an average per mall visit based on household monthly income.
.696 .501
Not significant
HYPOTHESIS ON THE BASIS OF MARITAL STATUS
H22: There is no significant difference in attitude to malls based on marital status.
2.530 .115
Not significant
H23: There is no significant difference in Recreational to malls based on marital status.
2.631 .108
Not significant
H24: There is no significant difference in utilitarian to malls based on marital status.
.475 .492
Not significant
H25: There is no significant difference in purchase of fashion to malls based on marital status.
.095 .759
Not significant
H26: There is no significant difference in visit the shopping mall on an average in a month based on marital status.
1.034 .312
Not significant
H27: There is no significant difference in time spent in a mall per .038 .84 Not
visit based on marital status. 6 significantH28: There is no significant difference in amount spent on
shopping on an average per mall visit based on marital status..733 .39
4Not significant
HYPOTHESIS ON THE BASIS OF FAMILY STATUS
H29: There is no significant difference in attitude to malls based on family status.
3.672 .034
Significant
H30: There is no significant difference in Recreational to malls based on family status.
2.671 .081
significant
H31: There is no significant difference in utilitarian to malls based on family status
.095 .909
Not significant
H32: There is no significant difference in purchase of fashion to malls based on family status.
1.425 .252
Not significant
H33: There is no significant difference in visit the shopping mall on an average in a month based on family status.
5.496 .008
Significant
H34: There is no significant difference in time spent in a mall per visit based on family status.
2.352 .108
Not significant
H35: There is no significant difference in amount spent on shopping on an average per mall visit based on family status.
3.061 .057
Not significant
Note
: the optimal level of accepting null hypothesis is p<0.05 at 95% confidence level.
FINDINGS:
The key findings of this study have been stated below-:
In the case of gender only2 hypothesis are rejected and therefore significant difference
have been noticed in visiting the mall for the purpose of shopping by gender and the
amount spent by them on their visit to mall.
The p value has been described above in the table above. In the remaining hypothesis the
p value is greater than the sig level of .05 therefore they all are accepted and no
significant differences have been noticed on among them on the basis of gender. The
hypothesis which is accepted are-:
H1 -: There is no significant difference in the shopping attitude to malls based on Gender
H2-: There is no significant difference in Recreational to malls based on gender.
H3-: There is no significant difference in utilitarian to malls based on gender.
H4:-There is no significant difference in purchase of fashion to malls based on gender
H6: There is no significant difference in time spent in a mall per visit based on gender.
In case of age only 3 hypothesis are rejected and therefore significance have been noticed
in visiting the mall for the purpose of shopping by gender ,recreational approach and the
amount spend by respondent on the basis of age .the hypothesis which are accepted are:-
There is no significant difference in attitude to malls based on age
H8: There is no significant difference in attitude to malls based on age.
H10: There is no significant difference in utilitarian to malls based on age
H11: There is no significant difference in purchase of fashion to malls based on age.
H13: There is no significant difference in time spent in a mall per visit based on age.
In case of household monthly income only 1 hypothesis are rejected and therefore
significance have been noticed in visiting the mall for the purpose of shopping on the
basis of household monthly income .the hypothesis which are accepted are:-
H15: There is no significant difference in attitude to malls based on household monthly
income.
H16: There is no significant difference in Recreational to malls based on household
monthly income
H17: There is no significant difference in utilitarian to malls based on household monthly
income.
H18: There is no significant difference in purchase of fashion to malls based on
household monthly income.
H20: There is no significant difference in time spent in a mall per visit based on
household monthly income.
H21: There is no significant difference in amount spent on shopping on an average per
mall visit based on household monthly income.
In case of marital status no significance changes were found so all hypothesis are
accepted.
The hypotheses which are accepted are:-
H22: There is no significant difference in attitude to malls based on household monthly
income.
H23: There is no significant difference in Recreational to malls based on household
monthly income
H24: There is no significant difference in utilitarian to malls based on household
monthly income.
H25: There is no significant difference in purchase of fashion to malls based on
household monthly income.
H26: There is no significant difference in time spent in a mall per visit based on
household monthly income.
H27: There is no significant difference in amount spent on shopping on an average per
mall visit based on household monthly income.
In case of family status 3 hypothesis are rejected and there for significance changes have
been noticed in attitude of shopping ,recreational approach and visiting to shopping mall
on the basis of family status and the hypothesis which are accepted are:-
H31: There is no significant difference in utilitarian to malls based on family status
H32: There is no significant difference in purchase of fashion to malls based on family
status.
H34: There is no significant difference in time spent in a mall per visit based on family
status
H35: There is no significant difference in amount spent on shopping on an average per
mall visit based on family status.
LIMITATIONS:
There are following limitation to this study and are described below-:
First of all this study has been done in Delhi/NCR so it cannot be applicable to whole of
India , apart from this one, it is also not applicable to outside India
This study is applicable only to the youth. So the finding of this study cannot be applied
to the category of different age group.
In the fashion item four products have been selected. Therefore the findings of this study
cannot be associated with other products that can be a part of the fashion items.
The findings of this study is generalized to only those people who shops in mall and thus
cannot be applicable to people who have not shop in mall even one time.
MANAGERIAL IMPLICATION:
Since significant difference have been measured in terms of amount spent per mall visit
as well as the visit made by male and female. Therefore marketing manager needs to
offer discount on the product so that people who spend more on per visit can be attracted.
Apart from this one, they can also offer gifts, coupons on their product.
Also there was significant difference have been measured on recreational factors among
the different age group. This states that people falls in different age group shops more for
fun. Therefore marketing managers need to offer coupons of the adventurous trips as well
as create adventurous or any funny competition inside the mall.
There is also significant difference being measured in terms of the visit made by the
people of different income class to the mall. Therefore marketing managers need to create
a database and issue club cards to them which can prove beneficial to them in attracting
and retaining them.
There is also significant difference being measured in terms of the attitude towards the
shopping in malls and recreational activities among the family status of individual. So
marketing managers need to offer some toys with their product because children also
plays important role in the decision making purpose.
REFERENCES:
1. http://www.indiaretailnews.com/
2. The influence of age and gender on food choice: a focus group exploration (Stephanie Chambers1*, Alexandra Lobb1*, Laurie T. Butler2 and W. Bruce Traill1) )
3. It’s not your age, it’s your attitude. (PDF. file)
4. Profiling the recreational shopper (DANNY N.BELLENGER AND PREDEEP K. KORGAONAKAR).
5. Perception and realities of male shopping behavior (CELE OTNESa,*, MARY ANN MCGRATHb).
6. http://www.reportlinker.com/p013792/Indian-Retail-Sector-An-Outlook-2005-2010-.html
7. http://www.researchandmarkets.com/reportinfo.asp?report_id=307524
8. http://retailsectorinindia.blogspot.com
9. http://www.icmrindia.org/casestudies/catalogue/marketing/MKTG114.htm
10. Sridhar G. (2007); “Consumer Involvement in Product Choice- A Demographic
Analysis”, Journal of Marketing Research, Vol. 32 No 4, pp 43-68
11. Occupation and education directly affects the preferences for products, media and
activities; income provides the means to acquire them (Mulhern etal 1998). Jain and
Sharma (2002) and Slama and Taschian (1985).
12. Differences in the shopping behavior of the male and female. (Grewal et al. 2003, Otnes
& Mcgrath 2001)
13. Fischer, E. & Arnold, S. J. (1990) More than a labour of love: gender roles and Christmas gift
Shopping, Journal of Consumer Research, 17, pp. 333-345.14. Campbell, C. (1997) Shopping, pleasure and the sex war, in: P. Falk & C. Campbell
(Eds) TheShopping Experience? (London: Sage)
15. Alreck,P.&Settle,R.B., (2002), Gender effects on Internet catalogue and store shopping, Journal
of database marketing, 9(2), pp.150-162
16. Bellenger, D. N., Robertson, D.& Greenberg,B.A., (1997) Shopping centre patronage motives,Journal of Retailing, 53(2), pp. 29-38.
17. Bellenger, D. N. & Korgaonkar, P. K. (1980) Profiling the recreational shopper, Journal ofRetailing, 56 (3), pp. 77-91.
18. Korgaonkar, P. K. , Lund, D.,& Price,B.,(1985) A structural Equations approach towardepxpa. m39in-6a0ti.on of store attitude and store patronage behavior, Journal of
Retailing, 61 (Summer).
QUESTIONNAIRE
This questionnaire is for academic purpose. To do it meaningfully, we need your co-operation to fill it.
1. Completely disagree 2. Disagree 3. Neither agree nor disagree 4. Agree 5. Completely agree
PART A
ITEM No.
Completely disagree
Disagree Neither agree nor disagree
Agree Completely agree
1. Malls are exciting 1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
2. Parking at malls is usually inconvenient
1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
3. My friends shop in malls 1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
4. The exterior design of malls is usually boring.
1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
5. Overall I would rate my experience with malls excellent
1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
6. The interior of malls is very dull 1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
7. Malls allow for a peak into a new culture
1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
8. The rest rooms in malls are maintained clean.
1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
9. Malls are conveniently located according to me
1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
10. Signage in malls is very difficult to understand and follow.
1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
11. The overall mall environment i.e. colours, smells, sound, décor etc is very inviting.
1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
12. It is difficult to locate the stores or items you want in malls.
1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
13. The layout of malls is well organized
1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
14. Displays in the malls’ common areas are usually unattractive
1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
15. I feel a sense of freedom when I shop in a mall.
1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
16. It would not be intelligent to shop at a mall if you were looking for good value of money.
1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
ITEM No.
Completely disagree
Disagree Neither agree
Agree Completely agree
nor disagree
17. Malls allow for spacious shopping. 1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
18. The malls are doing bad in terms of sales.
1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
19. There is a large variety of stores in the malls
1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
20. Over all my experience regarding the customer service at malls has been bad.
1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
21. The products seen in a mall are of high quality.
1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
22. The food in the malls is mostly uninteresting
1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
23. Products in a mall are priced reasonable
1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
24. The stores in malls generally are maintained messy i.e. not clean.
1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
25. Personnel (employees) in malls are friendly
1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
26. The food courts’ hygiene in malls is maintained badly.
1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
27. The customers in a mall are from the upper class
1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
28. The restrooms in malls are inconveniently located.
1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
29. The premises of malls are neatly maintained.
1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
30. I feel safe in malls. 1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
PART B
ITEM No.
Completely disagree
Disagree Neither agree nor disagree
Agree Completely agree
31. I think shopping is fun. 1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
32. I spend most of my time at the mall doing “window shopping”.
1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
33. I think malls are great places to spend time.
1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
ITEM Completely Disagree Neither agree
Agree Completely
No. disagree nor disagree
agree
34. I often go shopping to get ideas though I have no intention of buying.
1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
35. I enjoy the mall exhibits when I shop. 1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
36. I enjoy browsing through racks for a long time before making up my mind.
1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
37. I go to a mall when I see that a sale is going on in one of the stores.
1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
38. I would come to a mall more often if the prices were lower.
1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
39. In addition to what I plan to buy, I often end buying other thing.
1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
40. I usually go to malls with friends. 1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
41. I enjoy “sales people bringing products out and showing them to me”.
1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
42. I think being seen at malls gives people a better image
1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
43. I go to a mall to take a break. 1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
PART C
ITEM No.
Completely disagree
Disagree Neither agree nor disagree
Agree Completely agree
44. I come to the mall with a list of things and stick to it.
1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
45. Malls are where I go to pick up my provisions.
1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
46. I like to find what I want in the least amount of time and leave the mall.
1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
47. I usually go to mall with family. 1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
48. I only visit malls that are closest to where I live.
1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
49. I plan my mall trips very carefully. 1. C.D
2. D
3. N.A.N.D
4. A
5. C.A
50. How frequently you buy the following items per month?
S.No Items 1 to 2 times 2 to 3 times 3 to 4 times More than 4 times
1. Apparel 1 to 2 times 2 to 3 times 3 to 4 times More than 4 times
2. Jewelry 1 to 2 times 2 to 3 times 3 to 4 times More than 4 times
3. Footwear 1 to 2 times 2 to 3 times 3 to 4 times More than 4 times
4. Fashion Accessories
1 to 2 times 2 to 3 times 3 to 4 times more than 4 times
51. How many times do you visit the shopping mall on an average in a month?
1 to 2 times 2 to 4 times 4 to 6 times More than 6 times
55. How much time do you spend in a mall per visit?
Less than 1 hour 1 to 2 hours 2 to 3 hours More than 3 times
56. How much do you spend on shopping on an average per mall visit?
Less than Rs.1000 Rs.1000 to Rs.2000 Rs. 2000 to Rs.3000 more than Rs.3000
PERSONAL PROFILE
Gender : - Male Female
Age (years) : - 18 to 25 26 to 35 35 to 45
HOUSEHOLD MONTHLY INCOME (INR.) -: upto 50,000 50, 000 TO 1, 00,000
More than 1, 00,000
MARITAL STATUS-: Married Unmarried
Family Status (IF Married):
No Children Children (At Least One) Below 20 Years
Children above 20 Years Alone
EDUCATION -: …………………………………………………………
NAME -: ………………………………………………………………………………………………………………….
CONTACT NO. - : ………………………………………..